Billboards can be costly, though, and prices range depending on the city or area. For example, in Boston, bulletins range from $11,000 to $23,000 per four weeks, compared to Milwaukee, where bulletins range from $3,000 to $4,000 per four weeks. These amounts exclude art and setup, which starts at around $1,000.

Despite the cost, billboards guarantee visual placement and can leave a lasting impression, which can be extremely beneficial for small businesses. Just look at San Francisco, where engineer Isis Anchalee trended the hashtag #ILookLikeAnEngineer after she received sexist comments over advertisements of her company, OneLogin, which were posted in Bay Area Rapid Transit stations. The hashtag inspired its own set of billboards placed above highways and in BART stations, and although they’ve since been taken down, the movement is still being discussed even a year later.

Placing local billboards can also help small businesses form community partnerships. Local alliances can help small businesses get their billboards placed in prominent areas, like at established chains or independent stores. And because 70 percent of purchasing decisions are made while shopping or in-store, a billboard’s location can make all the difference.